Strategic Regional Tourism Plan City of Corner Brook, Bay of Islands and Lower Humber Region (STAR Humber-Bay of Islands) Final Report October 2019 COMMITTEE MEMBERS Co-Chairs • Stelman Flynn, Marble Zip Tours • Craig Borden, Rugged Edge Core Committee Members • Annette George, City of Corner Brook • Glenda Simms, City of Corner Brook • Allan Kendall, Appalachian Chalets + RV’s • Robert Murphy, Legion/Ambassadors • Nora Fever, Corner Brook Port Authority • Richard Wells, Marble Mountain • Darren Martin, Marblewood Inn/Yield Communications • Rob Thomas, Saltbox Restaurant • Laura Watton, Humber Valley Resort • Darren Park, Four Season Tours • Tara Saunders, Qalipu Nation • Lexie McKenzie, Go Western Ex-Offico • Mark Tierney, ACOA • Paul Taylor, TCII Study Team: Tract Consulting • Neil Dawe • Corrina Dawe • Kevin Clarke • Mike Stolte TABLE OF CONTENTS Project Purpose and Process ................................................................................................................................................................................ 1 Environmental Scan ............................................................................................................................................................................................. 5 Our Region ........................................................................................................................................................................................................................................... 6 Our Tourism Sector .............................................................................................................................................................................................................................. 7 Tourism Asset Inventory .................................................................................................................................................................................................................. 7 Benchmarking .................................................................................................................................................................................................................................. 8 Regional Priorities Consultation ....................................................................................................................................................................................................... 9 Regional Vision Consultation ......................................................................................................................................................................................................... 11 Our Visitors ........................................................................................................................................................................................................................................ 11 The Plan Going Forward ..................................................................................................................................................................................... 17 Guiding Principles of the Plan ............................................................................................................................................................................................................ 18 Vision .................................................................................................................................................................................................................................................. 19 Tag Line .............................................................................................................................................................................................................................................. 19 Overarching Goal ............................................................................................................................................................................................................................... 20 Strategies ........................................................................................................................................................................................................................................... 21 Strategic Recommendations and Tactics ............................................................................................................................................................ 23 Building the Foundation ..................................................................................................................................................................................................................... 25 1. Leadership and Organization ............................................................................................................................................................................................ 25 2. Sustainable Funding .......................................................................................................................................................................................................... 25 3. Communicate with Industry and Community ................................................................................................................................................................... 26 4. Partnership with Government .......................................................................................................................................................................................... 26 “Big Nature” Adventures in all Seasons ............................................................................................................................................................................................. 27 5. Trails Master Plan ............................................................................................................................................................................................................. 28 6. Hike Humber-Bay of Islands .............................................................................................................................................................................................. 29 7. Mountain Biking ................................................................................................................................................................................................................ 29 8. Snowmobiling ................................................................................................................................................................................................................... 31 9. ATV Adventures ................................................................................................................................................................................................................ 31 10. Packaged Scenic Tours ...................................................................................................................................................................................................... 32 Celebrating Heritage and Culture ...................................................................................................................................................................................................... 33 11. Indigenous Tourism .......................................................................................................................................................................................................... 34 12. Visual and Performing Arts ............................................................................................................................................................................................... 34 13. Four Seasons of Festivals .................................................................................................................................................................................................. 35 Accessing the Tourism Potential of the Bay of Islands ...................................................................................................................................................................... 37 14. Road Improvement ........................................................................................................................................................................................................... 37 15. Basic Amenities (Tea and Pee) .......................................................................................................................................................................................... 37 16. Signage and Wayfinding ................................................................................................................................................................................................... 38 17. Bay of Islands Driving Tour ............................................................................................................................................................................................... 38 18. GeoPark ...........................................................................................................................................................................................................................